SEO Agency Launches Google AdWords Campaign Targeting Blueglass

April 29, 2013 By Bill Hartzer

Vizion Interactive, an SEO Agency, has launched a Google AdWords campaign where they are specifically targeting searches for a competitor’s brand name. But, in this case it’s Blueglass, an interactive marketing agency that has had its share of controversy in the past few weeks. The majority of the employees at Blueglass, based in Tampa Florida, have left the company recently, and Blueglass apparently as a company (in the US) is collapsing.

The following is a screen capture of the Google AdWords ads that Vizion Interactive is currently running (as of the posting of this post):

Originally posted on Jeremy Schoemaker’s Facebook page, Mark Jackson, the President and CEO of Vizion Interactive, had this to say about why they are running Google AdWords ads targeting Blueglass:

I’m the President of Vizion Interactive and thought I’d provide a perspective on this. I am friends with Richard Zwicky and had a lot of respect for what the folks at BG were able to do. That said, as you are – I’m sure – aware, BG has not provided any direct notice to their clients that they have shut down. And, in case you weren’t aware, even employees of BG have received no formal notice and have no idea (for example) if they still have healthcare insurance.

Since the “shut down”, I have interviewed many former BG folks (wonderful people) and while we may be marketing ourselves to former BG clients, we are also trying to bring on board former BG employees. To me, this is not a “bad thing”. I have witnessed my fair share of “bad” in our Industry and try to be part of the solution; not the problem. I didn’t create this mess. However, if I can, in some small measure, help folks find work (I’m told that 35 employees and as many as 35 F/T contractors were affected), I’m gonna do that.

The big question here is really whether or not bidding on a competitor’s keywords (or, in this case, the competitor’s brand name) is acceptable, and whether or not you should bid on a competitor’s brand name when that company is losing customers? Essentially, one could argue that Vizion Interactive’s motive is to “poach” clients away from Blueglass, a company that so publicly is failing.

To be fair here, I have to disclose that I formerly worked for Vizion Interactive.

Update: Vizion Interactive apparently launched this campaign the day after the news about Blueglass broke.

Vizion Interactive is one of the companies rallying around Blueglass to hire their employees, as they were terminated from the company in mid-April 2013.

You’re right, Mark. I’m assuming that there’s still a company called Blueglass; at least that is what still appears when you go to the site. I have no other inside knowledge of whether or not said company still exists legally.

Hey Bill – I’d say that “poach” is a bit strong. My issue with all of this is that BG is (from all accounts that I’m able to find, and from my direct discussions with BG’s former Chairman/CEO) “out of business”. Yet, they haven’t so much as called their clients OR employees to let them know that this is the case. That being the case, am I “taking advantage” of the situation? I guess some would see it that way. I prefer to think of it as an opportunity to “yes”, possibly add those affected to our team/client roster. BG employees/contractors need work / BG clients need an agency…win-win?